Gender-role Stereotyping in Adult and Children's Television Advertisements: A Two-Study Comparison Between Great Britain and Poland
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Adrian Furnham
Abstract
The aim of these two studies was to test to what extent television advertisements reflect gender-role differentiation in two countries: Poland and Britain. British (Adult = 50; Child = 39) and Polish (Adult = 48; Child = 47) samples of television advertisements were analyzed and compared with previous studies. The results show slightly more gender-role stereotyping in Polish television advertisements, and a slight decline of stereotyping in Britain. The second study was conducted on children's advertisements following Furnham, Abramsky, and Gunter's (1997) content analytic study. In general, there were more advertisements oriented towards both girls and boys, and there were more males as central figures. The differences between two countries were not major, suggesting that levels of gender-stereotyping in Poland and Britain are similar, with slightly more stereotyping present in Polish advertisements.
© Walter de Gruyter
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Articles in the same Issue
- Cognitive Effects of Masculine Generics in German: An Overview of Empirical Findings
- National Identity and Nationalism in New Year's Speeches of French Presidents
- Online Newspapers: A Substitute or Complement for Print Newspapers and Other Information Channels?
- Gender-role Stereotyping in Adult and Children's Television Advertisements: A Two-Study Comparison Between Great Britain and Poland
- Marginality in the Information Age: The Socio-Demographics of Computer Disquietude. A Short Research Note
- (Almost) Everything You Wanted to Know About the Movies but were Afraid to Ask Film Studies. Teaching, Reading, and ‘Reinventing’ the Field
- What is Journalism for? Professional Ethics Between Philosophy and Practice
- Book Reviews
- Contributors
